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논문검색

Mobile Game Adoption in China: the Role of TAM and Perceived Entertainment, Cost, Similarity and Brand Trust

초록

영어

The mobile game is experiencing a rapid development and one of the favorite mobile applications. This article focuses on Chinese mobile game market and conducts an empirical research on the factors of the user adoption of mobile game. The research results show that perceived usefulness, perceived entertainment, economic cost and subject norm significantly affect the attitude of use, which results in behavior intention to adopt the mobile game, while the perceived ease of use, similarity and brand trust, which proposed to affect the user adoption in related literatures insignificantly affect use adoption of mobile game .

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1 Mobile Game Related Study
  2.2 Related Theory of Technology Acceptance/User Adoption
 3. Research Model and Hypothesis
  3.1 Research Model
  3.2 The Study Variables
  3.3 The Research Hypothesis
 4. Research and Design
  4.1 Questionnaire Design
  4.2 Data Collection
 5. Results and Discussion
  5.1 The Statistical Characteristics of the Sample Population
  5.2 Reliability Analysis and Validity Analysis
  5.3 Structural Equation Analysis
 6. Summary and Future Research
 Acknowledgements
 References

저자정보

  • Guoyin Jiang School of Information Management, Hubei University of Economics School of Information Management, Wuhan University
  • Ling Peng School of Information Management, Hubei University of Economics
  • Ruoxi Liu School of Information Management, Hubei University of Economics

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